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B2B marketing & strategy
Rand Fishkin on AI visibility for B2B marketing, Reddit and trust
Digital marketing expert Rand Fishkin on why AI visibility for B2B marketing depends on trust, communities and remarkable products, not just optimisation tactics.
Why thought leadership effectiveness is declining and how to make it matter again
Why thought leadership is losing impact, what’s driving content saturation, and how brands can rebuild credibility. Read the full article.
How clearer communication strengthens teams
Discover how clearer communication strengthens teams in Finnish workplaces and improves performance, integration and psychological safety. Read the article.
Geopolitical risk for Nordic B2B companies: Why confident leadership makes the difference
Geopolitical risk is now a permanent feature of Nordic B2B decision-making, yet many organisations still hesitate to act. Read on to find out why.
Aspidistra x Exhibit B: An integrated thought leadership strategy for B2B brands
Aspidistra and Exhibit B have joined forces to build an integrated thought‑leadership capability that blends evidence‑based insight with editorial depth – helping B2B brands create ideas that travel and influence.
What is signal intelligence in social media?
Social media has long worked like a slot machine: spend, hope, react. The real issue is missing signal intelligence: recognising patterns early and using them to guide decisions before budgets are committed.
Industrial B2B marketing communications: A back‑to‑basics marcomms primer
In industrial B2B marketing communications, visibility doesn’t happen by accident. If you’re not supporting your sales teams with compelling content marketing material, here are a few tips to help you catch up.
Top B2B content marketing articles 2025 | Aspidistra wrapped
Join us as we review the top B2B content marketing articles that engaged your attention in 2025.
How to leverage AI for authentic thought leadership | Q&A with James Watson
James Watson, co-founder of Exhibit B Partners, shares why marcomms must go beyond tactical efficiency and use tools that enable innovation without losing credibility.
Thought leadership and trust | Q&A with Rob Mitchell
Rob Mitchell, co-founder and former CEO of FT Longitude, shares how brands can build trust through journalistic rigour and audience-first thought leadership.
Gamification in marketing | A practical guide to get started
This practical guide draws on expert insights to help marketing teams implement gamification effectively across channels and customer touchpoints.
Purpose-driven content marketing with Thomas Kolster
Thomas Kolster, who coined “goodvertising,” explores how purpose-driven marketing can create real social and environmental impact.
Thought leadership for hidden buyers
Hidden buyers are not on your contact list or in your CRM, but they are silently shaping the conversation.
10 ways to nail B2B messaging in seconds
Decision-makers spend just 3.7 seconds on initial content engagement before scrolling away, according to a metric published by LinkedIn.
Effective B2B thought leadership: Quality, purpose and inspiration
Everyone wants to be a thought leader—but not everyone gets it right.
Emotion in B2B marketing: Beyond facts and figures
It’s tempting to rely on fact-based and technical arguments when building a B2B brand, but research shows that emotions can have a long-lasting impact in B2B marketing.
Gamification for workforce engagement: How it works
Gamification can support B2B communications. We spoke to three experts in the field to hear how work and learning can also be made more engaging, interactive and meaningful.
Gamification in B2B communications: Game on!
Humans are wired to enjoy games, seek rewards, and embrace challenges. When we engage in these activities, our brains release feel-good hormones.
B2B content marketing trends for 2025
As we look ahead to 2025, it’s exciting to see how B2B content marketing is evolving.
B2B content marketing myths—busted!
Creating effective content in the B2B world can be tricky, especially with so many myths and misconceptions holding brands back.
Cross-border project management | A 4-step approach
You need to be on top of your game when you work with the biggest Nordic brands and help them communicate with global audiences.
B2B podcast strategy | How to win influence
Podcasts are booming. By the end of 2023, global listenership had surpassed half a billion and continued to grow across key markets like Western Europe, North America, and Latin America.
Using memes in brand marketing without cringe
Memes—those often humorous images, videos or phrases that spread rapidly online, evolving as users add their spin—have proven to be a quick and easy way for brands to grab attention.
